Marketing Principles
Marketing PRINCIPLES
Contents
Introduction 2
Task 1: The concept and process of marketing: 2
1(a) what is marketing and the process of marketing with diagram: What is marketing??? 2
1(b) Marketing orientations: 3
Task 2: The concepts of segmentation, targeting and positioning 5
2(a) New product opportunities does the changing family structure provide for consumer: 5
2(b) identifies the market segments: 5
2(c) Identify and explain market targeting strategy for new product: 5
2(d) Consumer buying behavior: 6
2(e) Target market positioning: 6
Task3. The individual elements of the extended marketing mix: 7
3(a) products development in competitive advantage: 7
3(b) distribution is arranged to provide customer convenience: 7
3(c) How prices are set to reflect organizations objective and market conditions: 8
3(d) Promotional activity is integrated to achieve marketing objectives: 8
3(e) the "Seven P” of marketing model: 8
Task 4: Be able to use the marketing mix in different contexts: 10
4(a) the similarities and differences of the marketing mix at Amazon and Argos: 10
4(b) Illustrate differences in marketing products and services to business rather than consumers: 10
4(c) Argos learns from Amazon’s experience as an international market: 10
Conclusion: 11
Introduction
Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Many people think of marketing only as selling and advertising. And no wonder – every day we are bombarded with TV commercials, direct-mail offers, sales calls. However, selling and advertising is only the tip of the marketing iceberg.
Today, marketing must be understood not in the old sense of marketing a sale – “telling and selling”- but in the new sense of satisfying customer needs. Selling and advertising are only part of a larger “marketing mix” – a set of marketing
Contents
Introduction 2
Task 1: The concept and process of marketing: 2
1(a) what is marketing and the process of marketing with diagram: What is marketing??? 2
1(b) Marketing orientations: 3
Task 2: The concepts of segmentation, targeting and positioning 5
2(a) New product opportunities does the changing family structure provide for consumer: 5
2(b) identifies the market segments: 5
2(c) Identify and explain market targeting strategy for new product: 5
2(d) Consumer buying behavior: 6
2(e) Target market positioning: 6
Task3. The individual elements of the extended marketing mix: 7
3(a) products development in competitive advantage: 7
3(b) distribution is arranged to provide customer convenience: 7
3(c) How prices are set to reflect organizations objective and market conditions: 8
3(d) Promotional activity is integrated to achieve marketing objectives: 8
3(e) the "Seven P” of marketing model: 8
Task 4: Be able to use the marketing mix in different contexts: 10
4(a) the similarities and differences of the marketing mix at Amazon and Argos: 10
4(b) Illustrate differences in marketing products and services to business rather than consumers: 10
4(c) Argos learns from Amazon’s experience as an international market: 10
Conclusion: 11
Introduction
Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Many people think of marketing only as selling and advertising. And no wonder – every day we are bombarded with TV commercials, direct-mail offers, sales calls. However, selling and advertising is only the tip of the marketing iceberg.
Today, marketing must be understood not in the old sense of marketing a sale – “telling and selling”- but in the new sense of satisfying customer needs. Selling and advertising are only part of a larger “marketing mix” – a set of marketing